Your home care value proposition (VP) makes sure older adults and their caregivers will choose your company.
Explain to families how your services will fulfill their needs and concerns.
Show leads what makes your agency different.
Include your top unique selling proposition (USP).
Define why your company is the best option for older adults.
Read on to learn why and how to create an effective value statement to gain clients.
In This Article:
Why You Need a Senior Care Value Proposition
Stand Out
Studies show in-home health care will increase 22% by 2034. This proves the growing demand for home care services.
Companies without a value statement are losing business to their competition in the crowded home care market.
Create a value proposition to help your agency stand out.
Families research companies before making their decision. And without a VP, your agency blends in with all the others.
Cut through the noise.
Grab attention with your value statement.
Increase Conversion Rate
A value proposition increases conversions from leads to clients. Because it shows what they will gain from your services. Then families will be confident in their decision to choose your company.
Decrease Bounce Rate
Bounce rate is a single page only visit to your website divided by all visits (single and multi-page).
Keep leads from leaving your website after only visiting one of the pages on your website.
A VP decreases bounce rate. It gives families a reason to stay on your website. Because right away they see what value your company offers and what the benefit is to them.
Leads leave websites within seconds if they do not see value. But strong value statements keep families reading and exploring your services longer.
Who to Target With Your VP for Home Care
Address the concerns and questions of your target clients in your value proposition.
Adult Children
Focus on adult children of aging parents or relatives as your key target with your VP.
These family members research care options while juggling work and family. So they need clear information about your services quickly.
Older Adults
Other targets include older adults who still make their own care decisions. And partners caring for loved one.
Professionals
Show medical and financial experts how you give older adults the care they deserve. Then they will trust referring patients and clients to your company.
What to Include in Company Value Proposition
Write a home care value proposition that relieves the worries your leads have.
Components
- Statement that is 10-30 words in length
- Target clients that your company serves
- Unique selling propositions (top one or two)
- Main keyphrase that explains your services
- Benefits that families will receive (see below)
Benefits
- Safety features like background checks address family worries.
- Training courses confirm your company standards and expertise.
- Cost transparency builds trust with clients and their caregivers.
- Personal care approaches beat what busy facilities can provide.
- Unique technology or programs show how your agency is different.
- Positive outcomes like reduced hospital visits prove your value.
Example
“The care they need. The home they love. Home Instead provides safe and consistent care for your loved one as they age, delivered at home with both comfort and transparency.”
Where to Place Value Statement on Website
Place your home care value proposition on key pages of your website.
Home Page
Position your value statement at the top of your homepage so leads see it first.
For instance, an older adult is discharging from the hospital tomorrow. So their loved one is checking care companies online.
I researched 12 in-home care companies. There was no VP on 33% of the homepages.
Leads move onto another agency webite if you cannot explain how you can help them right away.
Here is my value proposition for 5090 Marketing.
Service Pages
Include shortened versions of VP.
About Us
Expand on your value proposition with more details.
Blog Articles
Highlight specific aspects of your home care benefits.
When to Alter Value Proposition for Your Agency
Review your value proposition for home care clients.
Revise your VP to stay competitive when:
- Services or programs are added or changed
- Low conversions or high bounce rates exist
- New agencies enter your service areas
- Technology or regulatory updates occur
Make sure your new value statement speaks to older adults, their families and your referral sources.
Conclusion: Home Care Value Proposition
Help families understand why your agency deserves their trust.
A strong value statement makes your agency stand out.
The VP also increases conversions and keep leads on your website longer.
Target adult children and older adults making their own care decisions.
Include benefits to clients in your value statement.
Place your value proposition at the top of your homepage and throughout your website.
Update your statement when you add services or face market changes.
Remember this: your value proposition has the power to drive lasting business growth.
Keep reading: Essential Guide to Home Care Website Copy Planning
